Case Study – Spotlight on Chicken Pizza

Rusty’s Pizza – Spotlight on Chicken

Rusty’s pizza is a successful  Pizza takeaway in Macksville on the New South Wales north coast. It is a family owned and operated business founded by Simon Craven.

Rather than get caught up in discounting and devaluing his product,  Simon focuses on excellence in customer service.  His pizzas are delicious, but the value proposition is the care and attention Rusty’s give their customers.

Opportunity Knocks

Rusty’s tasked Webhead with creating a integrated marketing campaign around Rusty’s delicious chicken pizzas to tempt customers to try a new flavour and increase the frequency of their visits to Rusty’s Pizza.

Using Story to Spotlight Chicken

Simon’s original idea was to have a chicken in the spotlight centre stage on a flyer and to distribute this locally. We felt if we could make a character out of the chicken it would make the artwork more engaging so we set about creating a chicken called ‘Chester’.

Chester the chickens story is simple. He wants to hide because we want to eat him.

Telling Your Marketing Story Visually

The artwork for Chester is deliberately playful.  We incorporated a picture of Simon in his delivery car chasing the chicken to convey the fact that Rusty’s deliver and reinforce the brand (the car is plastered in Rusty’s stickers).

Rusty’s Pizza brand is represented with the bright orange colour and contrasts with the black to make the orange branding punch out. We used this on all marketing material to give the customers the same look and feel over the campaign. We then used pops of red and yellow to showcase the pizza meal deals with the pictures of the yummy pizzas and to intice the customers to want to try these pizzas!
Diana – Head Designer

Variations on a Winning Theme

With the primary artwork set, we created several variations for both print and digital including an animated version for Rusty’s Pizza website. A5 newspaper insert, promo cards, A1 posters, stickers and even a billboard poster.

On the website artwork, we replaced ‘Chester’ with a cutout and invited customers to identify where ‘Chester’ was hiding on the website when they placed their order to win a free garlic bread. This invitation was also extended to all printed artwork to drive customers to the website and specifically, to get them browsing the flavours available.

We setup a new email newsletter platform For Rusty’s Pizza so they could more easily reach out to their customers on regular basis. The new system enables full subscribe forms on any page of the site or as a simple “Subscribe me to the newsletter” checkbox field on enquiry forms. We added a “Subscribe & Win” form onto the home page in a prominent position just below the banner. The idea is to refresh promotions and offers regularly to encourage people to sign up for remarketing.
Ben – Head Developer

Building A Database

Rusty’s do not have a customer database so we also added a simple competition for Facebook, and web inviting people to ’Subscribe to win a FREE pizza Party Pack’. This offer is also repeated in-store with a box on the countertop and simple slips customers can fill in.

“Timing has worked out well as printing arrived this morning. So we’ll launch with gusto tonight. Banner & window sign will arrive next week. I think we have turned a pretty lame idea (mine) into a good looking campaign.”

Simon Craven – Rusty’s Pizza